An Avenue for Sharing Ideas
Honor and Respect the Consumer and Brand As CPG professionals, we identify white space opportunities for bringing new brands to market, or for repositioning brands in an ever-changing environment to stay ahead of the competition.
Occasionally, I go to the grocery store and walk up and down each aisle with only one thing in mind – to see which brand will stop me. To find which seashell (package) will grab
Energizer Sales and Support Are Up According to Jack Neff’s recent Advertising Age article, Zhu Zhu Pets may have helped the battery category through the holidays, but it may not be the only thing powering
Can a Package Leverage Promotional Excitement? I don’t drink Coors Light, but I’ve seen the commercials on TV. The coaching press conference spots are memorable, the silver train is
Pepsico Throws Back with Real Sugar Pepsi and Mountain Dew I’m a little confused. Isn’t Pepsi the choice of a new generation—the opposite of Coke’s “Real Thing”? Although the cola was first introduced in the 1890’s,
Ritz Opens Fun with Glitz and Sub Brands OK, I get it. Ritz is the King of Crackers (it’s alright, folks. I don’t have a cracker obsession, but my kids might). The flaky, buttery cracker’s—first
What is New Product Innovation Anyway? To me new product innovation is about predicting what consumer needs and desires will be, seeing the white space in the market and providing a solution to the future
Cheers to Veuve Clicquot and the Trend of Luxurious Sustainability The French champagne brand Veuve Clicquot has a history of being progressive. In 1805 Mdme Clicquot Ponsardin made history when she assumed the
The Pop Art that Eats Like a Meal? OK, I know Campbell’s Soup is iconic. Andy Warhol made sure of that, but this lowly commodity, this pantry staple is an incredible platform for a message with
Want Some Thrills With That Rich and Thick Heritage? Another brand close to this editor’s heart is the flagship product of a company originally known for “57 varieties”. Founded in 1869, the H.J. Heinz Company